Datejust 128155 replica

Rolex has released a press release that includes the first official renderings of the new manufactory since the expansion was announced in 2022. The new manufactory is located in Bulle, the administrative capital of Gruyères in the canton of Fribourg, Switzerland, and is expected to be officially inaugurated in 2029. Three days after the press release, the building permit was published in the official newsletter of the canton of Fribourg.

Covering an area of 100,000 square meters, the Bühler manufactory consists of four production buildings connected by a central building, with a total investment of more than CHF 1 billion. Rolex‘s goal is to achieve the highest level of BREEAM certification, setting a precedent for industrial construction in Switzerland. Compared to conventional designs, the new manufactory will consume 10% less energy.

Rolex is one of the most integrated watchmakers in Switzerland, producing most of its components in-house. Currently, the brand employs around 14,000 people worldwide, of whom around 9,000 work in Switzerland. Headquartered in Acacias, Geneva, Rolex develops and assembles watches; the movement is manufactured in Bienne; the case, bracelet, dial, Cerachrom bezel, and inserts are made in Plan-les-Ouates; and Chêne-Bourg is responsible for gem-setting.

When completed, the Bühler manufactory is expected to employ around 2,000 people. According to Morgan Stanley’s annual report on the Swiss watchmaking industry, Rolex produced 1.24 million watches and achieved CHF 10.1 billion in sales in 2023. To increase its production capacity, Rolex has built three temporary manufactories in Romont and Villaz-Saint-Pierre, housing between 250 and 300 employees, who are scheduled to move to the Bühler manufactory within six years.